Lululemon Takes on Nike and Adidas With the Launch of Footwear

High-end athletic apparel company Lululemon has dipped its toes into the footwear arena.

The company is taking on industry giants like Nike and Adidas as it launches its first-ever running shoe for women, called Blissfeel.

The shoe will be available to purchase starting March 22 in select markets across North America, Mainland China, and the United Kingdom.

The launch marks Lululemon’s official entrance into the sneaker category and the company said it will debut two types of women’s cross-training sneakers this summer, priced at $138 and $148.

This will be followed by a slide-on shoe meant for post-workout wear, at $58, and another training sneaker with a more supportive midsole, at $128.

Lululemon said it’s aiming to launch a men’s footwear collection next year and plans to expand its selection for women with special-edition shoes and seasonal sneakers.

Chief Executive Calvin McDonald said that branching into the footwear market was the next natural step for the company.

“It represents an exciting moment for our brand,” he said. “We are entering the footwear category the same way we built our apparel business — with products designed to solve unmet needs, made for women first.”

Lululemon’s sales for the 12 months ended Jan. 31, 2021 grew to $4.4 billion from $3.98 billion a year earlier. Its stock is down more than 20% year to date.

Disclaimer: We have no position in any of the companies mentioned and have not been compensated for this article.